只有英中对照看才能提高英语水平，同意的举手！本文分成三个步骤，第一个自然流量和付费流量区分，这个谷歌分析师内置的segment细分里面有了，选一下就ok了。比较简单。第二个就是把not set和not provide这两个过滤掉，因为我们要专注在付费关键字上面。然后拉出匹配列Matchtype，这样广泛匹配的查询就出来了。太多变体了。第三个就更高级了RPC每次点击回报，赶快进谷歌分析师里面查看一下。
Google Analytics Custom Reports: Paid Search Campaigns Analysis
Every Analysis Ninja knows that standard reports are lame. The lameness stems from the fact that they are created for everyone, stuffed with as much “stuff” as anyone might want and hence in the end satiate no one.
Custom reports on the other hand are, well, hand crafted by you for a specific purpose with a set of guiding principles (“Acquisition, Behavior, Outcomes! “) that ensure that they don’t so much deliver data as much as deliver insights.
In this post I want to share with you three insightful custom reports for effective paid search (PPC) analysis. These insightful reports are from the six I’d created for my latest video for the Market Motive Web Analytics Master Certification course . [Checkout the detailed course description by clicking on the Curriculum tab.]
One of the hallmarks of our course (my course!) is that the content is constantly refreshed. Every few quarters we (I!) throw away 30% of the content and add more current knowledge. Makes the course a bit of a pain for the creators (me!), but substantially more relevant and useful for the students. Rewiring the brain Teaching is hard work. :)
My latest video was on how to find meaningful insights, faster, when performing paid search analysis with web analytics tools (rather than, say, the AdWords or Bing UI). My emphasis was on getting Analysts to move outside the paid search silo, look more broadly at search engine marketing, and to not stop at keywords but rather dive into astonishingly important data elements like Ad Groups, Matched Query Types and more.
If you use Google Analytics then you can download these reports directly into your account and starting having immediate sexy data fun. If you use Baidu Tongji or SiteCatalyst or WebTrends or other Digital Analytics tools you can learn about the recommended analysis and recreate these reports inside your tool using its custom reporting feature.
The first part of my Market Motive video covers the best way to identify optimal starting points for improving bottom-line impact right away (I call it campaigns, keywords, outcomes) and how to find opportunities for making immediate fixes (optimizing ad copy, landing pages, match types ). After those critical steps we dive a little deeper…
#1: Optimization Lessons: Paid Search vs. Organic Search
One of the biggest mistakes perpetuated by siloed execution of SEO and PPC strategies is that the groups that own each piece rarely learn from the other party’s work. Criminal behavior.
Search Engine Optimization will have a large source of your search traffic (surely you are not just renting traffic from Bing, Google, Yandex, right?). You can learn so much from bounce rates on SEO landing pages, the Per Visit Goal Value (or even better $index value) delivered, layout of the content, effective calls to action and so much more from your SEO dataset.
Likewise the secret gift of Paid Search is that you get to control the user experience, rather than the search engine. You decide what the keyword is. You decide what the ad copy is (your promise to the user). You decide the landing page experience. There are a ton of lessons you can learn from this controlled process that you can then turn around and implement on the rest of your web experience (and your SEO efforts!).
So why don’t more people do it? Some if it has to do with company organization structure and incentives.
But there is also a tool reason. In Google Analytics specifically it is GA’s annoying UI / user experience.
Paid Search is in a silo under Advertising (where nothing else exists, all other advertising you do is conveniently hidden away under, get this, Traffic Sources > Sources > Campaigns!). Organic Search is in hidden successfully under Traffic Sources > Sources > Search (where once again you’ll see Paid in a silo but with different reports and options than under AdWords in the Advertising section!). The Overview report is in the Traffic Sources section and it shows a “dead end” breakdown of paid and organic. Oh and don’t click on Search Engine Optimization, that has nothing to do with your keyword data (it is valuable but different, webmaster tools data, but does have keywords).
You can only compare paid with organic if you know a secret: Click on the small text called Keyword on the sixth of nine layers of nested horizontal navigational elements in Overview report. #omg
But what Google Analytics taketh away (the ability to do sane straight forward analysis), Google Analytics giveth (custom reporting).
Here’s the custom report that will start your day off right… no data puking or fragmented silos, just the data you need to rock a little more everyday…
＃1：优化课程：付费搜索与自然搜索
孤立去执行SEO或PPC战略的最大错误在于不了解合力的威力，对于网络营销而言，这是一种失误。搜索引擎优化将会让你得到大量的搜索流量（你的流量来源肯定不只必应，谷歌，Yandex。你可以从SEO数据中学习到很多知识，包括SEO登陆页面的跳出率 ，每次访问目标价值（或更好的$index），内容的布局，有效的行动召唤等。
同样的，付费搜索的秘密，是控制用户体验，而不是控制搜索引擎。你来决定关键字是什么，您决定广告的效果和功能，你决定着陆页的用户体验。你可以从这个控制过程中学习到很多的经验，然后举一反三，应用到其余的网站体验中。
那么，为什么没有更多的人来干这件事情呢？其中的一些原因，可能跟公司的组织结构和激励机制有关。但也有网站分析工具的原因，在Google Analytics（分析）里头，特别是GA还有待继续完善的用户界面和用户体验。
付费搜索数据在Google Analytics的广告版块（流量来源→来源→广告活动）；自然搜索数据在流量（来源→来源→自然搜索）。“概述”的报告是在“流量来源”部分，往下细分，可以看到付费搜索和自然搜索的报告。
下面的自定义报告，将会让你有很好的行动见解，不会产生垃圾数据和零散数据，而都是可以让你很high的数据：
(Click on the image for a higher resolution version, or here: Paid Organic Search Performance)
Two lines at the top that show you quickly the balance between paid and organic search. This company could use some improvement but overall not bad. What you don’t want is for the blue line to be really close to the orange, or across it. :)
You get immense focus in the scorecard (summary) using just the Acquisition (Visits, Unique Visitors), Behavior (Bounce Rate, Pageviews – proxy for content consumption) and Outcome (Transactions, Average Value, Revenue) metrics and Key Performance Indicators.
Underneath that performance for your individual keywords, again in an easy to understand layout.
You can see how this type of report can quickly show issues and opportunities.
If in your case you see that the PPC bounce rate is higher than that of organic visits then you should be sad. You are paying for this traffic, how dare it leave your site at a higher rate! In the above screenshot it is amazing that the PPC campaigns are a fraction of the traffic and yet greater than half of the transactions! For your first two keywords you can see that paid is indeed performing better than organic. So what can we learn from those landing pages? Go visit them. Look at the referring keywords. Why do they have a bounce rate twenty points, or more, lower than the organic landing pages? Why are the conversions so strong? What are the paid people buying compared to organic? What was the ad copy in AdWords, and is that distinct from the content on our organic landing pages? What else can we learn from the Visitor Flow report about content consumption (pageviews) for the two segments of traffic? What are the implications on improving the site user experience? What are the matched user queries for the better performing AdWords keywords, and are those actual user queries the ones you’ve done search engine optimization for?
Incredible questions, insightful answers for which, from your analysis, can have a immediate and material impact on your business.
As you dive deeper into the data you’ll find places were your PPC campaigns are stinking, and organic rocks…
在顶部两条线显示付费和自然搜索之间的走势，这家公司可以有一些提升，但总体还不错。一般来说，你不会想要蓝线非常接近橙线，或者越过它，因为付费搜索的流量是要给钱的。
你的注意力都在总结，使用的指标主要是获得流量（访问visits，唯一访问者unique visitors），行为（跳出率bounce rate，页面浏览量pageviews），结果（交易transaction，平均订单价值average value，收入revenue）指标和KPI。
你可以通过这种类型的自定义报告迅速看出问题和机会。
如果你看到PPC跳出率是高于自然访问跳出率的，那么你可能很伤心。因为你获得的这种流量是付费的，它报答你的怎么能是高的跳出率呢？在上面的截图中，PPC的表现是令人惊讶的，PPC广告活动是流量的一小部分，但订单却超过了一半！从以下两个关键字可以看出，付费流量的表现确实比自然流量更好。
那么我们可以从这些登陆网页了解到什么有价值的信息呢？去查看他们。
看看相关的关键字。为什么他们的跳出率低于自然搜索登陆页面20个点或以上？转换率为什么这么高？从付费搜索中究竟买了什么？AdWords的广告文案究竟是什么样的，有别于我们的自然搜索登陆页面上的内容吗？从页面浏览量的访问者流报告中，两次细分后，我们可以学到什么？改善网站用户体验的提示是什么？在AdWords关键字上，有什么更好的用户匹配查询，在搜索引擎优化中都使用了吗？
令人难以置信的问题，可以从你的分析得到有见地的答案，可以对你的业务有立竿见影和重大的影响。
对数据挖掘得越深，你也会发现PPC广告活动做得不好的地方，自然搜索做得好的地方。
Similar questions. Find answers and make even faster improvements to your campaigns because remember every paid search visit to your site is costing you money!
Fun right? It really is.
Here’s what the simple, but gorgeous, custom report looks like…
类似的问题，还有很多很多，你可以找到答案，更快的改善您的网络营销活动！
例如下面是简单，但非常棒的，自定义报告：
(Click on the image for a higher resolution version, or here: Paid vs. Organic Analysis)
A couple of things to note when trying to awesomize your custom reports:
1. Never create a custom report without Acquisition, Behavior, Outcome metrics. Each element gives context to the others and saves you from embarrassing jumping to conclusions.
2. Notice the drill down to Landing Pages from Keyword. Always try to figure out the most direct path to insights, and then build those dimensions directly into your custom report. And be brave enough to know when to stop. If two levels are all you need, two is all you should keep.
3. Leverage the built in Filters, they are god sent. Notice the critical choices I’m making above.
When you create custom reports using the Keyword dimension, Google Analytics sub-optimally does not realize you are doing search analysis and tries to get all traffic (!). I don’t want that (and neither do you), so I filter out “not set.” Less annoyance directly leads to a longer life span.
Second, since October 2011 searches made by users who are logged into their Google account you are going “not provided” and the keyword. We are trying to learn from performance of known keywords, so in this unique case I choose to filter out “not provided” as well. That might be an important chunk of your traffic, but you can’t learn from people you know nothing about. In this case.
[Bonus read: Smarter Data Analysis of Google’s https (not provided) change: 5 Steps]
Be ruthless when you create custom reports. Be insanely relevant (pick the critical few metrics). Be insanely focused (filters, drilldowns).
Ready to do this with your own data? It is a simple two step process…
Log into your Google Analytics account and then click on this link: Paid vs. Organic Search Performance. Or copy and paste this url into your browser: http://zqi.me/akorgppc
Save the report to the appropriate GA profile.
When the report is open choose the following standard built in advanced segments and click Apply…
使用自定义报告时要注意几件事情：
1. 不要创建一个没有流量获取，行为，和成果指标的自定义报告, 每个部分都都需要提供有价值的信息，可以让你免于尴尬地下结论。
2. 注意分析登录页面的关键词，总是试图找出最直接的路径，然后直接将纬度建立到您的自定义报告中。
3. 利用内置过滤器，过滤出想要的有价值信息。
当您使用关键字维度创建自定义报告时，也要注意两点：
第一，Google Analytics（分析）不知道你正在做搜索分析，因此会有很多的not set流量，其实除了搜索流量，这里是把自然流量和推介流量的也弄出来了，因此会看到很多的not set流量，这也是很多人怀疑数据缺失太多的原因，需要注意一下。
很多人都不想这样，所以筛选出“not set”(“未设置”)，更少的打扰可以让分析更聚焦。
第二，自2011年10月开始，登录Google帐户的用户使用的搜索关键字,将被显示为”not provided”(“未提供”)。我们正在努力从已知关键字的表现得到一些行动见解，所以这里也会筛选掉”not provided”(“未提供”)。这可能使你流量排除掉很重要的一大块，但你不能从你一无所知的人和数据身上学习到任何东西。
当您创建自定义报告时要很清醒。指标必须非常相关，过滤器和细分必须非常聚焦。
准备好处理这些数据了吗？只有两个简单步骤…
登录到您的Google Analytics帐户，然后点击这个链接：http://www.google.com/url?q=http%3A%2F %2Fzqi.me%2Fakorgppc&sa=D&sntz=1&usg=AFQjCNEPJB9znvatwXm-Q1SpAM5JlfX8ig
在GA配置文件中保存到适合的报告中，打开刚才的自定义报告，并且选择默认提供的高级细分，并且应用。
Boom! You’re in business.
Do your happy dance. Call your mom. Tell her how cool this is. Get back to work and answer questions. Make your mom proud!
#2: Campaign Optimization: Matched Search Queries Analysis
Now let me, gently, try to “unteach” you a small part of what I’d recommended you do immediately above. :)
When you log into AdWords and add Keywords to your Ad Groups, along with key elements like the price you’re willing to pay, you also select your Match Type. Depending on your choice of Broad, Phrase or Exact your bids will be matched to relevant queries users type into the search engine.
So technically speaking your ads don’t show up for your keywords, they show up for “Matched Search Queries.” The words typed by the users. Yet most Marketers/Analysts rarely focus on them.
Here’s a great illustration of this. We’d bid on the keyword “android notebook,” and because of the way we’d structured our campaigns you can see that the actual user queries that our ads were matched with were quite varied…
＃2：广告优化：匹配的搜索查询分析
现在让我来轻轻地来告诉你一个马上可以做的事情。登录到AdWords账户中，添加关键字到您的广告组，选择你愿意付出的出价等关键要素和匹配类型，匹配类型包括广泛，部分和精确。
因此，严格意义上来讲，给搜索者的显示广告不是根据你设置的关键字出现的，而是根据“匹配的搜索查询”。但是大多数营销人员和网站分析师很少注意到这个区别。
以下是一个很棒的插图。我们投了关键字“andriod notebook”，但是从以下数据可以看出匹配的搜索查询多种多样:
Hence real optimization of your campaigns can’t be achieved by merely doing keyword analysis of your AdWords campaigns. It will come from understanding what user queries those keywords/ads are getting matched for.
For example if “android notebook” gets matched to “android tablet” (most likely via broad match) then is that ok? Do we really want our ads to match people looking specifically for Acer notebooks if we have nothing to do with Acer? If not then perhaps we want to add a negative keyword (Acer) to our campaign to focus our money and ads.
That’s just one example.
I like looking at the keyword reports as a great starting point. I love looking at the actual user queries because they reveal intent that is often hidden in the keyword report. Besides intent I also look for optimization possibilities to fine tune my ad groups because that will determine if my ads are shown by Google. And of course I’m looking for negative keywords to focus my AdWords.
To accomplish my analytical goals, I skip the standard matched search queries report as the hierarchy is not optimal and the metrics I want to report are more unique.
Here’s what my custom report looks like…
因此，真正的广告系列优化无法仅通过AdWords广告系列的关键字分析实现，只能从理解用户查询的关键字，从而得到见解。
例如，如果“android notebook”【投放关键字】匹配了“Android tablet”【用户输入的关键字】（通过广泛匹配），这样是OK的吗？如果我们跟Acer没有任何关系，难道我们真的希望我们的广告匹配专门搜索 Acer notebooks的人吗？如果不是的话，也许我们要添加否定关键字（Acer）到广告系列中来节省广告花费。
这只是一个例子。
我喜欢把关键字报告看作一个很棒的起点，我喜欢看用户实际查询的关键字，因为它们揭示了隐藏在关键字报告中的行动见解。除此之外，我也期待调整我的广告组，进行相应的优化，因为这也将决定我的广告是否能够被谷歌展示。同时我也要找负面关键字来提高AdWords的精确性。
为了完成我的分析目标，我跳过标准匹配的搜索查询报告，因为它的层次不是最佳的，我要报告的指标更为独特。
我的自定义报告看起来像这样：
You can see that per best practice I’ve chosen my critical few Acquisition, Behavior, Outcome metrics. Feel free to change these as you see fit in your Google Analytics / SiteCatalyst front end.
Then I start at the highest level and gradually drill down to the exact data I want. Source is the search engine (Google, Bing etc). Then the keywords I’ve bid on. Then the match type and finally which user queries are my ads being matched for.
You will notice that again to overcome the “here’s a puke of all the sources in the universe” issue I’ve added a filter to my report. I’m using a regular expression to match values for Medium for just paid search campaigns. You can see the complete regular expression when you download the report into your account (below).
Here’s how the report looks like, after I’ve drilled down two levels to identify the performance of matched search queries for one important head keyword I’m bidding on…
你可以看到，每个最佳实践，我都选择了几个关键的流量获取，行为和结果指标，请根据您所使用的网站分析工具，例如Google Analytics（分析），Adobe SiteCatalyst，Webtrends的报告来灵活地改变这些指标。
然后就已经站在了巨人的肩膀之上，并逐步向下分析想要的确切数据。来源是搜索引擎（Google, Bing等）。然后是投放的关键字，匹配类型，用户实际的搜索关键字。
你会发现，要再次解决数据来源繁杂和无头绪的问题，在报告中我添加了一个过滤器。我使用了正则表达式来匹配付费搜索广告的媒介值（Medium）。当你下载自定义报告范例，并在你的账户中使用时，你可以看到完整的正则表达式。
当点击细分的纬度之后，看到的报告将会变成这样子，可以看到我投放的一个非常重要的关键字（calico toys）信息:
(Click on the image for a higher resolution version, or here: Matched Search Query Drilldown)
The keyword is calico toys and you can see a whole swath of user queries my ads are showing up for. Some, like Toys R Us, I probably don’t want to match, others I might want to double down on.
The view you see above is just for Broad Match. The sweet thing about this custom report is that now you can go and look at what is happening to your Exact Match user queries (0.00% conversion rate! OMG! That is astonishingly rare for Exact Match!!). And then drill down to Phrase Match. In this case after my analysis we learned from what the matched user queries were for Broad Match and fine tuned that, and turned up the heat on Phrase Match (it should do much much better than it is currently).
Notice I’m not using Revenue or Average Order Size, rather I’m using Per Visit Value. I like using PVV, because I want to be a slave driver (sometimes :)), to drive the team to understand better how much money we can extract from each visit. AOV only tells you about each person who converted, which is good, but I like pulling the lens a bit higher.
Best Practice: While I love Per Visit Value, I really looooove using Per Visit Goal Value. PVGV tells me the business is focused on maximizing the value of every pay per click campaign visitor by measuring the economic value of macro plus micro conversions. That is not just winning, that is winning to the power of ten!
Ready to do this analysis? It really is super cool and super impactful.
Log into your Google Analytics account and then click on this link: PPC Keyword/Matched Query Report. Or copy and paste this url into your browser: http://zqi.me/akppcmq
Like keywords, love matched user search queries!
关键字是calico toys ，你可以看到广告系列所捕获的大量用户搜索关键字。有些，例如（Toys R Us）玩具反斗城，我不希望匹配，其他的关键字我则希望可以翻番。
以上看到的关键字仅仅是广泛匹配所带来的，这个自定义报告最棒的事情就是，你还可以去看看精确匹配的关键字是什么情况，转换率如何。
Oh my god！精确匹配的数据非常少。然后向下细分到词组匹配。在这个案例中，经过细分可以了解到广泛匹配的搜索查询，再到词组匹配的搜索查询，可以发现有很多事情我们可以做得更好。
请注意我使用的指标不是收入或平均订单价值，而是每次访问价值（per visit value 或者$index）。我喜欢使用Per Visit Value（PVV），因为我想成为团队激励者，推动团队成员更好地理解我们从每次访问中赚了多少钱。AOV(Average Order Value)只告诉你转换为顾客的每个人，哪个更好些，但我喜欢把镜头拉得更远些，目光更深邃。
最佳实践：虽然我喜欢Per Visit Value（每次访问价值），我真的喜欢使用Per Visit Goal Value(每次访问目标价值)。Per Visit Goal Value(每次访问目标价值) 告诉我们，业务是聚焦在最大化PPC访客的价值上的。我们追求的不仅仅是赢，而是要赢得漂亮。
准备做这个分析了吗？这真的是很爽并且很有影响力。
登录到您的Google Analytics帐户，然后点击此链接：http://www.google.com/url?q=http%3A%2F %2Fzqi.me%2Fakppcmq&sa=D&sntz=1&usg=AFQjCNGePJ59sUsq1TJK_SXoMA5j_hASkA
#3: Marrying AdWords Performance with Site Performance: End-to-End View
The universal challenge of web analytics is that our entire existence is subsumed by everything that happens after the click shows up on our website. Rarely do we care about what happens upstream. Often because we don’t have access to that data, or sometimes because there are no incentives for us to care.
If your company is spending money (display advertising, YouTube campaigns, Bing, AOL, email campaigns, and Facebook ads) then you should go the extra mile, regardless of your job description, and try to understand what’s happening upstream that is causing the clicks/visits to show up. Remember every one of those visits is costing you money. Yes increase revenue for those campaigns, but also obsess about reducing the cost.
For AdWords our life is made infinitesimally easier because by linking your AdWords account to your Analytics account rich AdWords data shows up automagically allowing you to have an end-to-end view of campaign performance. So lovely.
Here’s my go to custom report, drilled down to the second level, for end-to-end AdWords analysis…
网站分析普遍面临的挑战是，我们出现的时机和存在的价值是在访客点击发生以后，我们很少会关心上游和之前发生了什么，往往因为我们去获得和分析这些数据的时候，没有激励让我们去关心它。
如果你的公司正在进入大笔的投入（展示广告，YouTube，Bing搜索引擎，美国在线，电子邮件广告，Facebook广告），那么你应该去加倍努力，超越你的工作描述，并尝试去了解上游发生了什么，影响了(点击/访问)的变化。请记住每一个访问都在花费你的钱。没错，增加这些活动的收入是一方面，但降低成本也是一大方向，就是开源节流。
有了AdWords，我们的生活变得很容易，只需要将您的AdWords帐户链接到您的Analytics帐户，就会有丰富的AdWords数据显示在Google Analytics中。
下面是我设置的自定义报告，细分到第二个维度，进行端到端的AdWords分析…
(Click on the image for a higher resolution version, or here: Paid Search End to End Analysis)
Pink highlights are the metrics showing AdWords performance, in green are the metrics showing onsite performance. Eight million (!) impressions result in 66k visits (what is up with that!). The average cost per click is 52 cents, the average revenue per click is 58 cents. Obvious question: Are we actually making any money on this? Remember the product/service you are selling still costs you money. What happens to the bottom-line, profit, on a six cent cost to revenue gap?
The sorting above is by RPC (where am I making the most amount of money, and how much is each of that click costing me ). It is hugely heartbreaking when you sort this report by CPC. After you wipe off your tears (and hide the reports from the HiPPOs) you’ll log into AdWords to start optimizing the losers.
My other secret agenda with this particular report is to encourage you to understand the AdWords account structure that drives so much of your paid search advertising. Yes keywords are important, but in AdWords you set up Campaigns, inside each Campaign you set up Ad Groups which contain Keywords and ads that the themed for those keywords.
粉红色的指标展现的是AdWords的情况，绿色的指标展示的是网站表现。八百多万的展示带来了6万多的访问, 每次点击的平均成本是52美分，每点击的平均收入是58美分。
很明显的问题：我们真的赚钱了吗？请记住销售的产品/和服务也是成本。收入和成本有6%的差距，究竟有什么神秘的关系？
上面的排序是根据RPC产生的（我在哪里赚了大量的金钱，每个点击花费了多少钱）。当你使用CPC排序的时候，你会发现结果是令人心碎的。
关于这个特别报告，我下一步的秘密议程就是鼓励你了解AdWords的帐户结构 ，正是这些付费搜索广告为你的网站带来了这么多流量。在AdWords广告账户中中设置广告系列，每个广告系列内设立广告组，广告组包含关键字。
So when you do analysis of your AdWords campaigns an effective strategy is to set up the custom report to mimic the above structure. In my custom report I’ve done that by having an optimal dimension drilldown structure…
所以，当你做AdWords广告系列分析的时候，一个有效的策略是设置模仿上述结构的自定义报告。以下的自定义报告就是根据这种结构创建的：
(Click on the image for a higher resolution version, or here: Search Campaign End-to-End Custom Report)
As always we have our Acquisition, Behavior and Outcome metrics (from the search campaign and our website). The dimensions then allow us to drill down from Campaigns to Ad Group to Keywords to the Match Type. We are once again using regex for Medium to filter and report on only the PPC campaigns.
I’m not kidding when I say that you could spend a lifetime understanding everything that is happening here and optimizing your campaigns. Though typically as a Web Analyst your job might be to identify valuable insights from this report and funnel them to your dedicated Paid Search team. They’ll take it from there and do detailed analysis using deeper data available inside the AdWords UI (or your custom PPC bid management tool) and then take appropriate action.
Where you can really really help your Paid Search team is to put all this data in the broader site context and in context of all other non-search campaigns. They rarely look at that, you can then be your company’s knight in shining armor by riding in on your white steed and rescue the Prince.
Ready for your happily ever after?
Log into your Google Analytics account and then click on this link: E2E Paid Search Report. Or copy and paste this url into your browser: http://zqi.me/ake2eppc
So there you have it… three custom reports that are focused on just what you need to do, are a delight to use, and help identify insights you can action to deliver an impact on the company’s bottom-line.
Bonus: If you are a member of Market Motive or a student in the current Web Analytics Master Certification course then please watch the video on the site to download an additional three awesome custom reports for paid search analysis.
As always, it’s your turn now.
How deep are your paid search analysis efforts? Does your company use the web analytics tool, or a specialized search platform for analysis? Have you use the metrics and dimensions used in the three reports above? Got ideas for how I can improve my custom reports? Or, better, do you have a favorite custom report that you use to analyze your pay per click campaigns?
Please share your experience, critique, examples, ideas and feedback via comments.
Thank you.
一如既往，我们有我们的流量获取，行为和结果指标，这些纬度可以让我们向下细分，从广告系列到广告组，再到关键字，再到匹配类型，我们依然会使用正则表达式来过滤出仅仅是广告的媒介。
我不是在开玩笑，这个报告看到的一切，你可以花很多的时间去了解，并且优化您的广告系列。虽然通常作为网站分析师，你的工作是从这份报告中得到有价值的见解和信息，并且传递给你的PPC团队。他们会从那里做详细的分析，甚至到AdWords用户界面分析更深入的数据，然后采取适当的行动。
你真正可以帮助你的PPC团队的是将数据用更深入和广阔的视野去看。他们很少看，可能有自己的局限性，同样也是因为不同的人有不同的看法。
准备好了吗？
登录到您的Google Analytics帐户，然后点击此链接：http://www.google.com/url?q=http%3A%2F %2Fzqi.me%2Fake2eppc&sa=D&sntz=1&usg=AFQjCNEpP4N4lTBE3dgcW0z0GZ1IBupy8Q
一如既往，现在轮到你说话了。您的PPC搜索分析工作做得有多深入？你的公司是否使用网站分析工具或专业搜索平台来做分析？以上三个报告所涉及的指标你有使用上吗？
PS:
Couple other related posts you might find interesting:
- PPC / SEM Analytics: 5 Actionable Tips To Improve ROI
- Paid Search Analytics: Measuring Value of “Upper Funnel” Keywords
- Analysis Ninjas: Leverage Custom Reports For Better Insights!
- 3 Awesome, Downloadable, Custom Web Analytics Reports
中文翻译原文地址：http://www.szwebanalytics.com/paid-per-click-analysis.html
英文原文地址：http://www.kaushik.net/avinash/google-analytics-custom-reports-paid-search-campaigns-analysis/
原创文章，作者：jessegold，如若转载，请注明出处：https://www.hero4u.cn/blog/2012/08/how-to-use-custom-report-to-analysis-paid-search-campaigns/
